Jameson whiskey promotes responsible drinking through EFL partnership

Jameson is ramping up its commitment to promoting responsible drinking within British football culture by targeting eight million fans through its recently announced partnership with the English Football League (EFL). With a simple message to – "Sip Wisely. Water is always a super sub." – the campaign is being deployed through five consumer touchpoints, including: in-stadium big screens and digital boards, video-on-demand via Sky Sports, EFL and club websites, social media and matchday programmes in all 72 EFL clubs.

To support the campaign, Jameson has also created tips to educate and empower people to make smarter drinking decisions at home and when out on the tiles. These tools include tips, delicious low and no cocktail recipes and an excuse generator. The Jameson website has also been refreshed to include made-to-measure cocktail recipes that use its bottle cap as a jigger. At 10ml, the cap is perfect for making low-alcohol cocktails such as: The Sip Sour, a low alcohol alternative to the whiskey sour, The Hole in One, a low alcohol alternative to the Tom Collins, or the Smokey New Fashioned, which maintains the punch of a class old fashioned whilst reducing the alcoholic content.

“We’re six months into our partnership with the EFL and our presence across all 72 clubs has given us a captive weekly audience," said Josh McCarthy, Brand Director for Pernod Ricard UK. It was a no brainer to dial up our responsible drinking messaging to encourage people to make wise decisions when it comes to their alcohol intake. At Jameson, we believe that you don’t have to go all out in social spaces to be good craic and meet new people, and our Sip Wisely campaign is designed to ensure people feel comfortable about their choice when it comes to alcohol. Football brings people together in so many ways and we’re relishing the opportunity to be in the thick of it each week with fans up and down the country, who choose to come together to enjoy a shared moment with friends and family.”

Jameson was unveiled as an Official Partner of the EFL ahead of the 2023/2024 season. The exciting collaboration see the brand highlight its commitment to football across the EFL’s three divisions until the end of the 2026/27 season and builds on its work within the grassroots football space following Jameson’s ongoing nationwide sponsorship of the biggest small-side pitch provider in the UK, Powerleague.